Telstra Advocacy: Total Confidence

The ‘Total Confidence’ campaign shows our customers that we care about addressing uncertainty around mobile data usage with our industry-leading Real Time Data Alerts and Extra Data top up services.

 

The objective:

To drive strategic NPS by communicating how Telstra helps alleviate one of the biggest pain points for our customers – bill shock – so they can focus on the things they really love like streaming, sharing, browsing and connecting in more places.

The initiatives:

Telstra send customers ‘Real Time Data Alerts’ at 50, 85 and 100% of their monthly data usage. Customers later had the ability to purchase Extra Data - an extra 1GB of data for only $10 to see them through the month.

 

The Total Confidence campaign ran in two parts. The first dramatises Real Time Data Alerts through a series of real life metaphors with Telstra staff giving members of the public (our customers) handy alerts in real time to help them avoid any nasty surprises.

 

The second phase then focuses on the solution to the problem of bill shock – Extra Data. The creative highlights the offer by showing the resolve of our customers enjoying the safety of a non bird-dropping tree thanks to the Telstra employees.

Overall Total Confidence delivered a reach of:

  • Mass channels: Over 16M+

  • PR:2.1M reach and an Earned Media Value of over $71K

  • 1:1: 6.9M delivered communications

 

Following the campaign, there was over 1.2M Extra Data activations

Total Confidence: Behind The Scenes Online Video

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Total Confidence: RTDA 30s TVC

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Total Confidence: RTDA 15s TVC

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Total Confidence: ED 30s TVC

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Total Confidence: ED 15s TVC

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Total Confidence: Cinema 45s

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Digital & Mobile Display

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Facebook

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Search

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Digilites

2015

Copyright: Telstra 
Agency: Clemenger BBDO, Sydney

Please note that I do claim ownership of the material which belongs to the individual client, nor do I claim any credit to the creative idea. The inclusion of these case studies are merely to show my capabilities as an Advertising/Project Director.

©2019 BY KATHRYN HALL.